• February 16, 2011

Farm Bureau Insurance has launched a regional ad campaign, the first work from the brand's new ad agency, Indianapolis-based Young & Laramore.

TV spots draw attention to the widespread lack of knowledge among Indiana residents about their various insurance policies, while capturing the instinct to knock on wood when questioned about their coverage. 

The campaign also introduces a microsite, stopknockingonwood.com. Web, radio, social media and event marketing at regional sporting events will support the new TV campaign.

The campaign aims to differentiate Farm Bureau as a locally focused brand that offers a better experience and better coverage than well-known price focused insurance providers like Geico and Progressive.--Tanya Irwin